Yolofsky Law June 2018


www. yol of sky l aw. com (305) 702-8250 JUNE 2018


Yolofsky Office

These past couple of months, we have been hard at work revamping our brand. I have become something of an evangelist about the importance of planning, building a solid foundation, and stepping out of your comfort zone to obtain greater results. Practicing what you preach is always a difficult task, but it can be done! Last month, we launched our fresh newwebsite that looks amazing! This month, it is with great pleasure and excitement that I share with you our brand video to introduce to you what Yolofsky Law is all about! The newYolofsky Law video will be live on our website shortly, but in the meantime check out our video onYoutube using this url: bit.ly/YLawvideo If the kids haven’t told you, summer is right around the corner! The days are getting longer, and the weather is certainly getting hotter. The summer months are a fantastic opportunity to read, learn, practice, and train. What are you going to tackle?

“What’s in a name?” is perhaps one of the most memorable Shakespeare quotes. When he penned this line in“Romeo and Juliet,” I’m sure he didn’t mean for it to have direct applications to branding in the 21st century. But there is perhaps nothing more important to your company than its name. The name of a business is so much more than just its identifier. It carries a distinct persona that elicits an emotional reaction. It implies an experience. It invites interpretation and judgment. The way your name is regarded should stem from a precise interaction with the paradigm of the potential customer (a fancy way of saying it should be controlled by you rather than left to chance). The good news is that this interaction can be shaped and molded to fit the very goals your company aims to achieve. That’s where branding comes in. WHAT MAKES A GOOD BRAND? Picture your company as a person. What does that person look like? How do they present themselves to the world? How do they speak? How do other people interact with them? Branding encompasses all parts of your business and makes it available to the public. But just as humans can make a bad impression, so can corporations. Bad brands ignore two WHAT KINDOF PERSON IS YOUR BRAND? How to Make an Unforgettable Impression

crucial parts of branding: 1. The Nitty-Gritty Details

Brands need to approach every detail of their company with careful attention. Let’s continue to use the analogy of your brand as a person, only now they’re going on a date with a potential consumer. When your company sits down for dinner, do you

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MOLDING YOUR BRAND The best part about branding is that you have complete control over it. You can portray the exact image you want and shape the way your brand is viewed. Your logo, your colors, your website, and your typography can build an unforgettable impression. From there, your marketing channel can grow consensus and establish credibility. BRAND DIFFERENTIATION As the concept of branding begins to perpetuate itself on a larger scale, the tools, systems, and approaches businesses use slowly become more formulaic. What was once exciting and new has become washed- out. Brands are starting to look more similar, and companies are ignoring trends. The harsh reality that the shelf life of a trend has dropped significantly —what used to last years only hangs around for months now. The immediacy of information, combined with technological changes, has created a culture where businesses are finding it more difficult to deliver a “wow.”

want it to come off as sloppy, ungroomed, and unprepared? No. Odds are you want every hair in place, every tooth shiny and white, every piece of clothing pressed, ready to make their date have the time of their life. Branding is like that, only every minute of every day, with millions of microinteractions. 2. How Consensus Shapes Interpretation Think about some of the most significant brands out there, such as Apple, Google, and Levi’s. These businesses have garnered the respect of the masses, partially because of their products, but primarily due to how the general public clings to them. The more people you have following your brand, the more credibility it has. Remember when you were in high school? Odds are there were some trendsetters a lot of people looked up to (or at least tried to mimic). They created waves of popularity, and everyone latched on to the movement. These people often gained instant credibility based on the fact they were liked or trusted.

Even though it’s difficult to make an impression, that doesn’t mean your company shouldn’t try — just the opposite, in fact. In today’s business world, it’s imperative to separate yourself. Picture the crowd of brands as a pack of automatons from a sci-fi movie; they dress the same, speak the same, act the same, and look the same. In a world full of look-alikes, it’s essential to have your brand fight for individuality. It needs to be different and express itself in a way that isn’t’ robotic or plastic. What’s the best way to do this?Well, as cheesy as it sounds, be yourself. The most authentic way to create a brand that is different is to mold an interpretation that directly reflects your business’s core values. If your company is a person, you need to find out who that person is. When push comes to shove, our brands are unique individuals, and they should be celebrated.


This Father’s Day, thousands of dads will receive a “No. 1 Dad”mug to sip coffee out of at the office. But the following dads took that “No. 1” to a new level. BRIAN MUNN GAVE HIS SON A LIVER TRANSPLANT. When doctors discovered that baby Caleb Munn had a rare disease called biliary atresia, they told his parents that he was unlikely to survive past age 2 without a liver transplant. Luckily, his father was a perfect match, and he eagerly donated part of his liver in March of 2015 to save his son’s life. GREG ALEXANDER BATTLED A BEAR FOR HIS SON’S LIFE. While camping in the backcountry of Great Smoky Mountains National Park, Greg Alexander was startled awake at dawn by the screams of his 16-year-old son, Gabriel. He rushed out of his hammock to see a black bear dragging his son away by the head. Without

hesitation, he kicked the beast in the side, and when that didn’t work, he leapt onto its back and started punching it in the face. When the bear finally released Gabriel, Greg threw rocks until it fled. His son was hurt, but made a full recovery in the hospital over the coming weeks. ARTUR MAGOMEDOV SAVED HIS DAUGHTERS FROM ISIS. Artur Magomedov was devastated to discover that his wife had taken his 3- and 10-year-old daughters from their home in Dagestan under the cover of night, flown to Turkey, and crossed into Syria to join ISIS. But he resolved to get his kids back. After a long, hazardous journey, he arrived in Tabqa to embrace his two daughters. To leave the caliphate — under penalty of death — they hitched a ride to the border one night and crawled along a railway line until they were within 70 meters of the border. Then they ran under fire from Turkish border guards until they could scramble into tall grasses. After some help from the Russian consulate in Istanbul, they made it back home, together again and safe.

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Summer is a time for fun! The days are longer, so why waste the extra sunlight trapped on a treadmill? There are plenty of great opportunities to exercise without feeling bored out of your mind. Consider one of these fun activities youmay have never tried before. STAND-UP PADDLEBOARDING Stand-up paddleboarding (SUP) is the fastest growing water sport in the world, and it’s pretty simple. You stand on a paddleboard— like a surfboard, but wider andmore buoyant —and use a long paddle to glide across the water. It’s the simplicity that makes SUP fun. You can battle fierce river rapids and waves on the ocean, or enjoy a more relaxing experience paddling across wide lakes and lazy rivers. Whatever your skill level, you’re building core strength, improving your balance, and getting some fresh air. RACQUETBALL In order to play racquetball, you need to have access to a racquetball court. If you can find a court near you, this game is certainly worth trying. It’s the intense cousin of tennis. Instead of hitting the ball back and forth over a net, racquetball players take turns hitting the ball against a wall. This creates momentum, and the ball moves much faster, so there’s a lot of jumping and lunging across the court as players try to reach the ball before it can bounce twice. Bring a water bottle, because you’re sure to sweat during this cardio workout. WORKOUTSWITHATWIST MAKE EXERCISE FUN THIS SUMMER

INDOOR BOULDERING Bouldering is a formof rock climbing using a boulder rather than the side of a cliff. You can bring the activity indoors, where artificial climbing walls and safety mats help climbers ease into the sport. This pastime works your armmuscles and core, but it also challenges your mind. There’s a lot of problem-solving as you figure out the best way to navigate the wall. Exercise doesn’t have to be a chore. There are plenty of great ways to work up a sweat and still make great memories this summer. You just have to be willing to try something new.

Take a Break

Father’s Day


This Father’s Day, spice up your wings with this zesty recipe that’s sure to please the whole family.


1 1/2 pounds skirt steak 2 tablespoons canola oil 1 pound asparagus 2 teaspoons crushed red pepper

Salt and pepper to taste Grated pecorino Romano cheese


1. Heat oven to 425 F. 2. Rinse wings under cold water and pat dry. Season liberally with salt and pepper, and drizzle with olive oil. Roast on a baking sheet for 25 minutes or until skin becomes crisp and brown. 3. Blend butter, red curry paste, honey, and soy sauce in a large mixing bowl. 4. Toss wings in butter mixture. Squeeze lime juice on top, transfer to serving plate, and garnish with cilantro.

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(305) 702-8250 Hours: 8:30 a.m. to 5:30 p.m. www.yolofskylaw.com One Financial Plaza 100 SE 3rd Avenue, Suite 1000 Fort Lauderdale, FL 33394

INSIDE THIS ISSUE FromThe Yolofsky Office PAGE 1 Who Is Your Brand? PAGE 1 3 Fathers Who Risked It All for Their Kids PAGE 2 Workouts You’ll Actually Enjoy PAGE 3 Take a Break! PAGE 3 Father’s Day Chili Lime ChickenWings PAGE 3 HowMeditation Can Help the Aging Brain PAGE 4 Meditation has often been touted by New Age gurus as a way to find inner peace and stillness. But what if meditating could reduce the effects of aging on your brain? According to research, taking a fewminutes out of your day to meditate may improve cognitive function. As meditation’s popularity has spread, so have studies of the practice. The results of 100 studies examining the cognitive effects of meditation all show evidence of improvements in psychological and cognitive functions. Some of the results are intuitive, such as howmeditation helps us deal with stress. But other results are incontrovertible, such as scans showing that meditation causes structural changes in the brain. For people facing age-related changes like memory loss, the results of these tests are especially relevant. The studies point to evidence that meditation can strengthen certain areas of the brain— the prefrontal


Improve Cognitive Function in Minutes HowMeditation Helps You Maintain Brain Health

cortex, the hippocampus, and the amygdala — that weaken as we age. THE PREFRONTAL CORTEX Your prefrontal cortex thins with age, which is associated with decreased cognitive function in your later years. However, meditation may reduce this age-related thinning. Dr. Sara Lazar, a neuroscientist specializing in the effects of yoga and meditation on cognitive and behavioral function, reports that long-time meditators don’t show a decline in the thickness of the prefrontal cortex. THE HIPPOCAMPUS Your hippocampus helps you process and form newmemories, and it’s very sensitive to stress. In fact, research shows that your hippocampus will shrink in response to stressful situations and chronic stress. The remedy? Meditation. Dr. Lazar’s study showed a positive correlation between

meditation and a higher concentration of gray matter in the left hippocampus. THE AMYGDALA Often called the fear center of the brain, the amygdala is triggered by stressful situations. But unlike the hippocampus, which shrinks in response to stress, the amygdala has been shown to become denser. In one study, people who attended mindfulness meditation classes showed a smaller stress response in brain scans compared to those who did not attend the classes. Meditation may help to decrease the density of the amygdala and therefore increase your ability to handle stress. Of course, in addition to these benefits, there’s a good chance that five minutes of meditation each day will simply make you feel better. People who meditate report an increase in overall well-being. Why not give it a try?

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